Understanding the Role of Incentive Salience in Sexual Decision-Making

In the search for understanding female sexual decision-making, progress has been made in uncovering a variety of perceptual biases and most of these concern the animal's sensory biology and cognitive processes. We are now poised to dig deeper into the female's decision-making and ask if incentive salience, which plays a role in all types of appetitive behaviors, also influences a female's "taste for the beautiful." The incentive salience hypothesis suggests that dopamine assigns value or salience to objects or actions. After value is assigned to all potential actions, an action selection system then chooses among potential options to select the most valuable action. In this view, dopamine stimulates reward-seeking behavior by assigning incentive salience to specific behavioral actions, which in turn, increases pursuit and focus on objects or stimuli that represent the valuable action. Here, we apply this framework to understand why females are compelled to respond maximally to some male courtship signals over others and how this process may reveal a female's hidden mate preferences. We examine studies of dopamine and the mesolimbic reward system because these may play a role in expanding the female's perceptual landscape for novelty in male courtship signals and establishing novel hidden preferences. We review three avenues of research that may identify signatures of incentive salience in females during sexual decision-making. This review includes studies of dopamine agonist or antagonist administration in females during mate choice or partner preference tests, measures of neural activity in dopaminergic neural circuits during mate choice or partner preference tests, and social regulation of dopamine in females when entering reproductive contexts and/or exposure to mate signals. By applying the incentive salience hypothesis to female reproductive decision-making, it redefines how we see the female's role in sexual encounters. Females cannot be considered passive during reproductive encounters; rather they are seeking sexual encounters, particularly with males that tap into their perceptual biases and initiate a reward-seeking response. Incentive salience applied to reproductive behavior requires considering females as viewing sexual stimuli as rewarding and initiating action to seek out this reward, all of which indicates females are driving sexual encounters.